The provincial government made a public pledge to increase tourism revenue from 2B$$ to 4B$$$$ by 2024. Historical data revealed this was a monumental task. Our challenge was to develop a creative campaign that would entice people within a three hour flight of Nova Scotia to visit for the first time.
INSIGHT
Besides eating a lobster and checking out a lighthouse, people had no idea what they’d do in Nova Scotia to warrant a trip to the province.
STRATEGY
Shatter stereotypical associations of Nova Scotia to leave people feeling like they’re missing out on what Nova Scotia truly has to offer.